Valeria Maltoni – The Twitter 20 Interview on Conversation and Community

Valeria Maltoni is one of the most widely respected marketing voices in the world. And for good reason. Her extensive background spans marketing, public relations, and social media. If it exists in the realm of communications, she’s done it.

Valeria was also an integral nucleus of the Fast Company Company of Friends, a business intelligence and relationship development organization that in many ways presaged today’s social networking craze.

Her blog, Conversation Agent, is an absolute must-read. (Seriously, I read a ton of blogs, and hers is top 5 on the planet, in my estimation). She’s not afraid to go in-depth, challenge your thinking, and strike the match of true conversation – as you’ll see in this eye-popping, live Twitter 20 interview from July 1, 2009.

(Valeria asked in the interview for reader feedback on how blogging has changed – question 17. What do you think?)

1. @jaybaer: Your umbrella premise is that marketing & business are a long conversation. What do you mean by that?

@conversationage: Conversation is the most natural, effective, yet most complex mode of human connection.

The goal of conversation is understanding between participants. Turns out that’s the same goal of marketing and business.

2. @jaybaer: What’s the hardest part for companies to switch from talking AT customers, to talking WITH them?

@conversationage: Companies should let go of assumptions when listening. There’s such a thing as thinking you’re too smart.

It’s a challenge we have as individuals as well. Unlearning is harder than learning….

3. @jaybaer: (h/t @michaeljbarber) Do companies have to actively engage to foster conversation, or can they just listen?

@conversationage: Participation is content and fulfillment of intent – you’ve got to put skin in the game.

4. @jaybaer: How do you see the impact of conversation on corporate marketing operations and staffing?

@conversationage: Hire those who lean forward, who are curious and interested, who listen before they answer, who love learning.

Watch out for language like “spin” and look for honesty and ability to connect- put on hold the shiny objects/jargon-driven.

5. @jaybaer: Interesting. Do you think social media & social networking can be taught or do you have to have a passion for it?

@conversationage: I’m a fan of “and/and”. They need to be experienced. Unless you’re engaged (wrote it recently) you will not get engagement.

6. @jaybaer: You’re a fan of storytelling. Great conversations don’t stem from bullet points. How can brands find their story?

@conversationage: Love of learning, passion for helping people achieve their full potential, desire to meet different people/ideas to meet change.

I also view career as much broader than job. Want to meet mentors and peers and continue to grow and give growth to others.

It’s a very tough call, but I think my favorite answer from Valeria was: “Customer service is marketing. Your processes are marketing. So is your receptionist, your building, your people…” How about you?

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